International Journal of Pure and Applied Mathematics Volume 118 No. 20 2018, 1009-1019 ISSN: 1311-8080 (printed version); ISSN: 1314-3395 (on-line version) url: http://www.ijpam.eu Special Issue ijpam.eu

EVALUATING E-COMMERCE APPLICATION BY CUSTOMIZING MODEL FROM INDIAN MARKET PERSPECTIVE

Anupama.C.G 1, Anitha D 2 Department of Engineering, SRM Institute of Science and Technology, [email protected], [email protected]

Abstract: The way of doing business has been exchanging products, services, and information via transformed with the expansion of Internet. Doing computer networks [8]. It involves an individual as one business over Internet is termed as e-commerce. In of the participant and an organization as the other today’s mundane world there is an exponential growth in participant. e-commerce with the increase in number of Online India has an internet user base of about 354 Shopping Websites. Hence the quality of these shopping million as of June 2015. According to Google, there were websites decides their significance in the market. 35 million people who shop using online websites in Software Quality Models are used to evaluate the quality India in 2014 and it is expected to cross 100 million mark of an application. Software Quality Model is a by end of year 2016. By 2020, India is estimated to framework for evaluating the conformance of an generate $100 billion online retail revenue out of which application to requirements. Software Quality Model $35 billion will be through fashionable e-commerce deals with different quality attributes and their relevance websites. Online attire sales will grow about four times in with respect to each other. It is a difficult task to identify coming years [2]. exact quality factors for an application. These factors The success of an e-commerce website highly vary with the diversity in the trends and cultures present depends on its design and operations. Therefore it is all over the world. This paper proposes a quality necessary to build a high quality system for online evaluation model for an Indian market perspective. This business. Web Engineering is a systematic and paper intends to customize the ISO-9126 Quality model disciplined use of methods and tools for developing and for B2C e-commerce applications. The customization is evaluating Web-based systems [18]. Pressman [16] done by extracting the quality factors from the B2C e- identified the evaluation of the quality of a product commerce application, weighting these factors from the depends on the set of characteristic factors that decides viewpoints of both Indian experts and end users, and the quality of the end product as an approach that can be adding them to the model. A quality evaluation model is followed to ensure product quality. Web applications obtained as the outcome of this work which can help have certain attributes which are different from most developers and designers both to produce a high quality generic software systems [23]. application. At the end, the consensus of this research is Quality is defined as the ability to meet end- applied to an Indian e-commerce Website. users’ requirements [10]. There is about 100% involvement of users in all the stages of buying a product Keywords: B2C, ecommerce, ISO 9126, Customizing, online. Therefore, we can also associate quality as a user Quality model, Indian Market, Ranking perspective. Unlike other online and offline software systems, total involvement of the end-user in e-commerce 1. Introduction systems occurs at almost every stage of the purchasing process [22].To evaluate the quality of the end product, a The use of Internet is growing at an unprecedented rate set of quality characteristics that describe the product and these days. The act of buying and selling of products over form the basis for the evaluation is required. This set of the internet is termed as Electronic Commerce (or e- characteristics and the relationships between them is commerce). Business to Customer (B2C) describes quality model [20]. activities of business serving end consumers with It is not an easy task to identify the quality products and/ or services [1]. Electronic commerce (e- factors required by the system. The problem of commerce) is defined as the process of buying, selling, or identifying the factors that determine end-user acceptance

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in software systems is not new [15]. Many problems exist exhibit [4]. The 21 attributes are arranged in six areas: in determining the quality factors. End users from functionality, reliability, , efficiency, different cultures and traditions have different and portability. Although we have these requirements. Thus, a software quality model is a way to attributes, measuring quality still is not easy. Software decide the significant quality features with respect to the quality measurement techniques allow us to measure requirements from the different parts of the world. some of the attributes (in bold in Figure 1). But still, Cultures creates basic expectations that consumers bring many of the attributes seem to be very hard to measure in to the marketplace, such as what should be bought in a straightforward way. ISO 9126 is the most common different markets, how things should be bought, and how used quality standard model [2]. ISO9126-1 criteria can things should be paid for [11]. be categorized into external criteria (functionality, This paper is a work of study of different reliability, efficiency, usability) and internal criteria software quality models and then choosing and (maintainability and portability) [5]. customizing of ISO-9126 model in compliance with the requirements of consumers of Indian Market. The paper A. Functionality makes four major contributions focused on the Indian culture: (1) it scrutinizes the major factors that Functionality is “a set of attributes that bear on the encourages the success of a B2C online commerce existence of a set of functions and their specified website, (2) it finds the user ranking of these factors from properties; the functions are those that satisfy stated or most to least desirable, (3) it weights these factors based implied needs” [13] . It is the most important quality on their importance to end-users, and (4) it develops a feature. In online trade, the consumer interaction and validated or customary quality model to appraise B2C e- revenue generation is done through the websites, thus all commerce applications. the functionality features are present on the websites. With the increase in number of features the complexity of 2. ISO 9126 Model the system increase, thus it very important to identify the most essential features, also ranking these features in The ISO 9126 quality model was proposed as an order of their importance. ISO-9126 mentions all the international standard for software quality measurement features according to their rank. The objective of this in 1992. It is a derivation of the McCall Model. ISO 9126 paper is to do the above stated with respect to Indian defines 21 attributes that a quality software product must consumers.

ISO 9126

External Quality Characteristics Internal Quality Characteristics

Functionality Usability Efficiency Reliability Maintainability Portability

Sustainability, Understandability, Time Maturity, Analyzability, , accuracy, learnability, behavior, Fault changeability, installability, interoperability, operability, resource tolerance, stability, co-existence, attractiveness behavior recoverability testability replaceability

Figure 1. ISO 9126 [5]

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B. Reliability F. Portability

Reliability is “a set of attributes that bear on the Portability is “a set of attributes that bear on the ability of capability of software to maintain its level of software to be transferred from one environment to performance under stated conditions for a stated period of another” [13]. In today’s era of modern gadgets, there are time” [13]. A software system should be reliable enough more number of mobile and tablet users who uses these for customers to have faith in and thus ultimately which devices for online shopping. Few Indian websites are leads to the purchase by customers. Reliability is an solely available on mobile. This raise a grave need for extremely important factor for e-commerce applications. quality such as portability. The reliability of an e-commerce system has a direct A number of works have proposed quality models effect on customer satisfaction [9]. for e-commerce based on ISO9126-1. Yet some of these works do not measure the importance of the different C. Usability quality factors as seen by the end-users [7][12]. The proposed model is achieved by adopting the ISO9126-1 Usability is “a set of attributes that bear on the effort quality model, decomposing the primary quality model needed for use, and on the individual assessment of such criteria into sub-attributes customized to the B2C use, by a stated or implied set of users” [13]. Usability applications [17], and extending it with further research refers to the ease of use for a given function. Usability is investigation and expert reviews as described below. an extremely important factor that determines the success Nielsen [25] and Bertoa et al. [19] focus only on of a website. It becomes even more critical in e- usability. commerce since websites are the major means of revenue. When visitors come to shop online, they expect 3. Developing the Quality Evaluation Model for B2C easy and hassle-free navigation in addition to easy access E-Commerce Application to what they are looking for. Problems may cause visitors to leave the website which can lead in poor purchase. Our proposed quality model is developed based on ISO Quality usability ensures that the performance of a 9126 standards and customized for use with B2C website meets user requirements and satisfaction, which applications. Weights are assigned to the quality factors leads to positive feedbacks and revenue generation. by end users and experts in the field in India. The weights were collected using an evaluation questionnaire. The D. Efficiency result is a quality evaluation model for B2C e-commerce designers to guide them in their design and development Efficiency is “a set of attributes that bear on the process. In the next section, we have discussed in detail relationship between the level of performance of the approach to the development of the quality evaluation software and the amount of resources used, under stated model. conditions” [13]. This characteristic is concerned with the system resources used to provide the required A. Steps for developing a software quality evaluation functionality, such as the amount of disk space, memory, model and network, which affects the overall performance of a system. It is also a key feature for deciding the quality of This paper follows five steps for developing a software e-commerce systems. A system is efficient if the user can quality evaluation model identified by [6] as follows: access the relevant website with an ease. 1) Study a well-known quality model and choose a quality model as a basis, we chose ISO-9126 model as a E. Maintainability basis for the B2C proposed quality model. 2) Identify the quality factors of a particular application. Maintainability is “a set of attributes that bear on the The quality attributes of Colesca et al. [21] were adopted effort needed to make specified modifications” [13]. The as a basis for B2C applications and other attributes were ability to identify and fix a fault within a software removed or added in the hierarchical structure of the component is what the maintainability characteristic model through further research and consultation with addresses. It comes into role after the deployment of the B2C expert reviewers. system software. Software is said to be maintainable if 3) Choose a group of software experts familiar with B2C the system software is able to fix bugs and solve ecommerce systems to assign values to the quality difficulties faced by users. factors. Two groups were identified for this research, end users and e-commerce experts.

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4) Assign weights to the quality factors and sub-factors factors and sub-factors of the model determined from based on the assigned values. both of users’ and experts’ viewpoints, the quality factors 5) Develop the quality criteria. This paper adds a sixth of B2C applications have been ranked in Tables 1 and 2 step that is important for developing a software quality in accordance with their importance to the Indian culture model that is, testing the model. [3]. Table 3 gives the final results comprises of 4 quality factors: Functionality, Efficiency, Usability and 4. Experimental Setup Reliability. The rating scheme was applied to reflect the relative importance of the different sub-factors based on A. Conducting Survey the following formula: Percentage Importance ∑ Mi / (M ∗ N) To conduct the survey, a questionnaire was prepared for (1) consumers and experts. Around 110 questions were With equation (1), M represents the scale received drafted corresponding to the features of Indian e- on a sub-factor, N represents the total number of commerce websites. Then an online survey was respondents, and M max represents the highest level of conducted among a set of 200 Indian users and 10 importance, which is 5 in our case. The final rating experts. The results were recorded and an analysis was achieved indicated the percentage importance given to carried out. each sub-factor [3].

B. Assigning values to the quality factors D. Framing of Quality evaluation model

Task after conducting the survey is to assign values to The result of the weighting is a quality evaluation model these quality factors. The most necessary task is to weigh for communicating expectations of quality of B2C e- these results and rank different quality factors. Weighting commerce applications from the Indian market point of reflects the relative importance of the different sub- view. As mentioned previously, the weight of a criterion factors. Ranking is putting a set of factors in order from reflects the importance of that criterion to Indian users. most to least desirable. Both ranking and weighting of The result of the quality evaluation model is interpreted factors require a rating system. To establish a rating as the percentage of requirements satisfied for a given system for the factors, a standard statistical rating scheme attribute, and it is defined in the range between 0 and 1 based on frequency of user and expert ratings was used to [3]. It also shows that functionality is the most important reflect the relative importance of the different sub-factors factors that determine the success of a B2C applications. within a factor [14]. This paper uses the rating scheme Efficiency and Usability are ranked second as due to high based on questionnaire results obtained from consumers competition of different ecommerce websites, Users and specialists in e-commerce in India. The questionnaire prefer to buy from those websites which are easy to use structures ISO9126 external criteria into a hierarchy of and are very efficient. If some problems are faced they attributes in as many levels as required, each of which simply leave the website and go for other e-commerce can be analyzed and evaluated independently. The same websites for shopping. They do not stay there and search questionnaire was used for ranking the importance of the for solutions to buy from the same websites. The third B2C attributes and for weighting the relative importance most important ISO factor is reliability. If a website is of the factors as described below The questionnaire was not reliable, users do not shop even if they like the administered during focused group sessions with the product a lot. participants where the questionnaire’s content was explained to the respondents [3].

C. Ranking results

Each question in the questionnaire gave the respondents the option to rate the importance of a sub-factor. This was done using a five-point scale (‘1’ denotes the least importance and ‘5’ denotes extreme importance). The participants were asked to respond to the questionnaire that asked them to rate each of the sub-factors in order of importance. By analyzing the questionnaire results, which comprised the percentage importance of quality

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Table 1. Ranking of The B2c E-Commerce Quality Factors In Terms Of Importance To The Indian End Users

Functionality Rating Searching and Retrieving 0.81 Navigation and Browsing 0.81 Product 0.77 Purchase 0.86 Customer 0.81 Promotion 0.79 Order management 0.80 Services 0.80 Usability Factors Global Site Understandibility 0.79 Online Feedback and Help Features 0.78 Interface and Aesthetic Features 0.80 Miscellaneous Features 0.77 Reliability Factors Link Errors 0.74 Miscellaneous Errors and Drawbacks 0.77 Accuracy and Relevance of Information 0.76 Efficiency Factors Performance 0.81 Accessibility 0.76

Table 2. Ranking of the Quality Factors and Sub-Factor Of B2c E-Commerce Sites

Functionality Factors Rank 1. Searching and retrieving 0.81 1.1. Website search mechanisms 0.84 1.1.1. quick search 0.88 1.1.2. advance search 0.79 1.2. Overall search 0.76 1.3. Average Retrieve 0.82 2. Navigation and Browsing 0.81 2.1. Navigability 0.83 2.1.1. Orientation 0.83 2.1.2. Average number of links 0.82 2.2. Navigational control objects 0.82 2.2.1. Stability of sub-sites controls 0.82 2.2.2. level of scrolling 0.82 2.2.2.1. Vertical scroll 0.88 2.2.2.2. Horizontal scroll 0.76 2.3. Navigational prediction 0.77 2.3.1. Explanatory help 0.79 2.3.2. Comments 0.76

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3. Product 0.77 3.1. Product description Textual description 0.84 3.1.1. Textual description 0.81 3.1.2. Contents and structure 0.88 3.1.3. Product images 0.83 3.2. Comparison of product 0.81 3.3. Product rating 0.71 3.4. Related product information 0.77 3.5. Related product recommendation 0.72 3.6. Catalogue download 0.70 3.7. Product personalization 0.82 3.8. Product Ranking 0.79 3.8.1. Top product 0.76 3.8.2. Best seller products 0.83 4. Purchase 0.86 4.1. Purchase mode 0.86 4.1.1. Online 0.86 4.1.1.1. Shopping cart 0.86 4.1.1.1.1. Shopping cart 0.92 4.1.1.1.2. Feedback on cart 0.83 4.1.1.1.3. Editing cart 0.84 4.1.1.2. Payment provider 0.88 4.1.1.2.1. Integration of payment 0.86 4.1.1.2.2. Forms of payment 0.91 4.1.1.2.2.1. Cash on delivery 0.94 4.1.1.2.2.2. Credit card 0.92 4.1.1.2.2.3. Net Banking 0.92 4.1.1.2.2.4. Gift card 0.86 4.2. Quickness of purchase 0.93 4.3. Check-out features 0.84 4.3.1. Check-out security 0.87 4.3.2. Cancelling feedback 0.80 4.4. Purchase policies 0.81 4.4.1. Purchase cancellation policy 0.79 4.4.2. Return policy 0.83 4.4.3. Shipping and handling policy 0.76 4.4.4. Payment policy 0.84 4.4.5. Recent purchase 0.84 4.5. Multiple delivery options 0.85 5. Customer 0.81 5.1. E-subscriptions 0.74 5.2. Account facility 0.82 5.2.1. Account availability 0.81 5.2.2. Account setting 0.82 5.3. Customer wish list 0.83 6. Promotion 0.79 6.1. Promotion with-sale 0.85 6.2. Appetizer promotion 0.74 7. Order Management 0.80 7.1. Order history 0.86 7.2. Order tracking 0.74 8. Services 0.80 8.1. Discussions forums 0.83

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8.2. Surveys/polls 0.87 8.3. Newsletter 0.71 Usability Factors Rank 1. Global Site Understandibility 0.79 1.1. Table of contents 0.83 1.2. Sitemap 0.82 1.3. Alphabetical/subject index 0.78 1.4. Picture 0.77 1.5. Clickable images 0.78 1.6. Guided tour for first time visitors 0.76 2. Online Feedback and Help features 0.78 2.1. Global Help 0.80 2.2. Help 0.79 2.2.1. Search Help 0.79 2.2.2. Purchase Help 0.75 2.2.3. Check-out Help 0.83 2.3. Contact details 0.76 2.3.1. Email Directory 0.79 2.3.2. Telephone/fax Directory 0.76 2.3.3. Post mail list 0.73 2.4. FAQ Feature 0.79 2.5. Real-time customer service 0.81 2.6. Comments/suggestions 0.75 3. Interface and Aesthetic Features 0.80 3.1. Main control 0.78 3.1.1. Presentation permanence and stability of main 0.79 controls 0.80 3.1.1.1. Direct controls 0.79 3.1.1.1.1. Main Control 0.85 3.1.1.1.2. Search Control 0.79 3.1.1.1.3. Browser Control 0.78 3.1.1.1.4. Account Control 0.79 3.1.1.1.5. Shopping Basket Control 0.78 3.1.1.2. Indirect Control’s permanence 0.78 3.1.2. Control’s stability 0.82 3.2. Style issues 0.79 3.2.1. Link color style 3.2.2. Aesthetic Designs 0.85 4. Miscellaneous Features 0.77 4.1. Foreign language support 0.77 4.2. What’s New Features 0.78 Reliability Factors Rank 1. Link Errors 0.74 1.1. Broken links 0.71 1.2. Invalid links 0.76 1.3. Unimplemented links 0.76 2. Miscellaneous Errors and Drawbacks 0.77 2.1. Different browsers 0.77 2.2. Browser independent 0.76 2.3. Dead-end web nodes 0.82 2.4. Destination nodes under construction 0.73

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3. Accuracy and Relevance of Information 0.76 3.1. Testimonials 0.75 3.2. References or links 0.77 3.3. Physical address of the office 0.76

Efficiency Factors Rank 1. Performance 0.81 1.1. Quick pages 0.76 1.2. Quick check-out and payment 0.85 2. 2.Accessibility 0.76 2.1. Information accessibility 0.74 2.1.1. Text-only version 0.72 2.1.2. Readability by deactivating browser images feature 0.76 2.1.2.1. Image title 0.78 2.1.2.2. Global readability 0.75 2.2. Browsers version even those which do not support 0.76 frames 0.77 2.3. Mobile device accessibility

Table 3. Weights of B2c Quality Criteria In Terms Of Importance To The Indian End Users

Functionality 0.81 Efficiency 0.78 Usability 0.78 Reliability 0.75

5. Applying the Proposed Model to a Case Study 6. Conclusions and Future Work

To show that the proposed model can be used in practice, This paper chooses ISO-9126 quality model and one of the top Indian B2C e-commerce applications was customizes it for the evaluation of B2C applications. evaluated using our proposed quality model to assess the Customization was done by conducting a survey for a application’s level of conformance to the Indian group of users and experts and applying the survey customers’ needs. Various B2C applications’ sub-factors results to a rating system to calculate the weights and were evaluated independently and the aggregation of percentage importance of different quality factors. This is elementary preferences yielded the global quality done for Indian e-commerce websites. Consequently, a preference, which represents the global degree of quality evaluation model was developed which caters the satisfaction of all involved requirements. The consensus needs of Indian online shoppers. In general, the shows that overall the site received high scores in the contributions of this paper can be summarized into the evaluation. A number of factors affected the score of following areas: the recognition of B2C quality factors, different websites functionalities: the product description the customization of ISO9126 for use with B2C e- for different items was not satisfactory according to the commerce applications, and the demonstration of a consumers, comparison of different products was not framework for customizing a general quality model for found, and the purchase factor was affected by the lack of weighting and ranking of quality factors. Since the some form of payment, such as bank transfer, PayPal, or market requirements vary for area to area, country to Google Checkout. The usability score was affected by the country and traditions to traditions. Customization was non-existence of a table of contents. done specifically from Indian perspective. A following research can be done for e-commerce applications of different cultures and traditions having different needs and desires.

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